Find the Right Prospects with the Right List

The primary virtue of direct mail is the ability to target a specific audience. Selecting the right mailing list is perhaps the most important factor in the success or failure of a real estate agent's direct mail marketing campaign.

Most experts agree that list selection has a 30% to 50% influence on the overall success of direct marketing.

Targeting the audience most likely to have an interest in your distinct service will yeild increased response rates. You can also find success with targeting people who have some things in common with your current good clients. These commonalities include age, gender, occupation, income level, geographic area, family size, magazines subscribed to, and many other demographics.

Lists may be very simple, such as all the addresses in a neighborhood, or complex, considering many attributes and including only those prospects that meet all the criteria. Such complex lists can bring in highly qualified prospects, but they do cost more to purchase. In general, the extra money for a narrowed down list is well spent.

Real estate agents should compile their own lists of all clients. This list should be kept up-to-date and mailed to regularly. Direct mail to this list can generate repeat business, referrals, and used to promote sales, offers, and new products.